Regeneration, Rebranding, Republicans; or, Reince Priebus is not your boyfriend

Metathesis

In case you were camping over the last three days, the Republican Party took control of Congress on Tuesday night. To paraphrase an oft-heard line on the Capitol floor, I’m not a social scientist—so I’m not interested in the actual, complex causes of the victory. I am, however, interested in the rhetoric around the victory, particularly the conversation about Republican “rebranding.” On 2 October 2014, Reince Priebus, the Chairman of the Republican National Committee, introduced the next in the cycle of what MSNBC called “A Perpetual State of Republican Rebranding”:

 Republicans will unveil a rebranding effort Thursday aimed at changing its image as a political party focused solely on obstructing President Barack Obama’s agenda to instead a champion of ideas and action.

The idea that a party is a brand suggests that voters are consumers, that politics is a commodity to be sold and bought. To think about rebranding and…

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